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Cian McLoughlin is the CEO of Trinity
Perspectives and he's the author of the

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book 'Rebirth of the Salesman'. What are
the traits of the most successful

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sellers that you see out there? Emotional
intelligence or empathy, I mean the

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two are sort of inextricably linked.
People love to talk to someone else

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that's interested in them. One of the
other things you need to do, and you all

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need to do this every single time you
meet with a customer, is answer the

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'So What' question. So you talk about
something and if in their heads they're

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thinking 'so what', then you haven't done
the job of contextualizing what it is

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that you're saying. And that's a really
important point as well in terms of your

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ability to stand up in front of one or
more people and have a conversation, and

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feel that you've got the
credibility and the authority to do that.

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Because if they can say something to you
and then you can give them an answer,

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which relates to not just your product
but their business and their industry,

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now they're ready to listen to you
because now you're actually adding value

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as distinct from just giving them
something they could access over the web.

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You know a solution is only a solution
when we understand the problem, but we

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often go in and say "can we talk about
our solution" and they're like "should we talk

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about our problem or do you want to go
straight to your solution?" Which is crazy,

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but as an industry again that's
something we do. We move straight into

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solution mode. We move straight into the
how before we understand the why.